Chapter 8
Marketing and public relations Many people think of marketing in terms of promotional or sales activities, but the Chartered Institute of Marketing (CIM) definition of marketing is very broad, putting the customer at the heart. They describe marketing as: ‘The management process responsible for identifying, anticipating and satisfying customer requirements profitably.’ If you replace the word ‘customer’ with ‘patient’ you’re probably already doing a lot of what is broadly considering marketing in your day to day practice.
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Independent practice guide
